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Multipath routing in Wireless sensor network
Multipath routing in Wireless sensor network
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Table of contents
Introduction —————————————————————————————–3
Research scope—————————————————————————————14
Research Organization —————————————————————————–15
Research Methodology——————————————————————————-15
proposals————————————————————————————————15
5.1 The proposed of first objective by showing its design and performance analysis——-16
5.2. The proposed of second objective by showing its design and performance analysis–19
5.3 The proposed of third objective by showing its design and performance analysis——-21
Conclusion ———————————————————————————————23
References———————————————————————————————–24
Introduction
A wireless sensor network comprises of a vigorous aggregation of nodes with bounded supply of power and controlled computational capability. Owing to high density and restrained sensor nodes, packet furtherance in sensor networks has been treated with a lot of importance in the recent past. Today, multipath routing is widely adapted in WSNs to better performance of networks via proper use of the available resources of the network. Consequently, the main purpose of the survey is to show the scheme of multipath routing and its prime challenges and the motivating factors behind this scheme of WSNs. There are many layers in wireless sensor networks. Some of the layers include application layer, presentation layer, routing layer and so on. The paper focuses on multipath routing protocol group, explains the prime motivator behind the design of this protocol group, and explains the functioning of this technique towards ensuring an energy efficient, fault tolerant, and QoS wireless sensor network (Akyildiz, 2002).Recent developments in wireless technologies of communication and the creating of cheap wireless devices has led to the up crop of wireless sensor networks that use low power. Owing to their reading and multiple uses of sensor nodes, WSNs have been used for many apps such as target tracking, health care, and environment checking. The central purpose of the detector clients in each app is to detect the area of target and pass the information collected to the dip node for other operations. Limitations in resources of the sensor and unreliability presented by low-power links, as well as various performance needs of different apps impose many difficulties in constructing effective communication protocols for WSNs. Meanwhile, planning proper routing protocols to meet different performance needs of various apps is a significant issue in WSNs (Yick, 2008). A large number of routing protocols in WSNs are modeled based on the single-mode routing scheme without taking into consideration the impacts of various traffic load strengths (Chang, 2004). In this approach, each origin node selects a single mode, which can satisfy functional needs of the intended app for channeling its traffics to the node.Channel finding via single-path approach can be conducted with least computational ramification and use of resource. Single path reduces the achievement of network output. Moreover, the low level of flexibility of this scheme against link or node failures may greatly reduce the performance of network in critical events. For instance, whenever active path fail to channel data packets, finding a substitute path to allow for data channeling process may cause extra delay and overhead in data delivery. Therefore, owing to restraints of sensor nodes sources and un dependability of wireless connections, single-channel routing schemes cannot be viewed important schemes to meet the specifications of various apps (Lin, 1999). To cope with limitations presented by single-path routing protocol schemes, multipath routing became a promising scheme in WSNs. Heavy readying of the sensor nodes allows for multipath routing technique to design many paths from individual nodes towards the end. Each source node can utilize a single path for data channeling and switch to another mode upon link or node failures. Multi-path routing is mainly used to achieve fault allowance– alternative path routing (Xia, 2008).Multipath routing scheme has been utilized in the past decade for various management purposes of the network. Some of the utilities of the Multipath routing scheme include, providing fault tolerant routing, controlling congestions, improving dependability in data transmission, and ensuring QoS in traditional wireless and wired networks (Li, 2007). However, the distinct features of WSNs, such as limited computational capability, low memory capacity, and constrained power supply, and the traits of short-distance microwave communications, such as interference and fading, introduce new difficulties that should be looked considered when designing multi-path routing protocols. Accordingly, existent multi-mode routing protocols, such as ad oh networks, cannot be utilized in sensor networks that operate on low power supply (Akkaya, 2005). The existing fault-tolerant routing protocols in WSNs are categorized into replication based and retransmission based protocols.
Background of the problem and motivation
As earlier mentioned, the focus of this paper is on multichannel routing protocol in wireless networks. Multipath routing has three aspects that will be elucidated by the research paper. They include Multipath routing for Energy efficient, Multipath routing for Fault tolerance and Multipath routing for QoS in wireless sensor networks (Swami, Zhao, & Hong, 2008).Multipath routing for energy efficient
Energy efficiency is one of the main design goals in any routing protocols used in WSN. Combining the use of energy in computation, communication and sensing, as well as network connectivity and coverage can be utilized in the examination of multipath routing protocols. Because the most beneficial energy consumption exists in communication, the number of messages channeled in multipath protocols is a good metric for examining energy efficacy. Additionally, the efficiency of energy in routing protocols is widely linked to load balance functioning of the examining protocol, because load balancing aids in extending the lifetime of sensor networks and decongesting the network (Zhao, 2004).
Energy efficient multipath routing protocol uses path diversity given by multipath routing scheme to increase the lifetime by disseminating network traffic across many node-disjoint paths. When an event happens within the network, a sensor node in the even region is picked as the source node and starts the route discovery process. Consequently, the selected node channels many route-request messages to its adjacent nodes. The route-request messages comprise varying path IDs to create many node-disjoint paths from the picked source node towards the sink node. In the process of discovering optimal routes, the neighboring nodes select the best next-hop towards the sink node (Faludi, 2011).
On receiving the first route-request message by the sink node, the source node sets a timer for meeting the path establishment procedure within the accepted time. Therefore, paths found after the timing out of the time are taken as low-quality channels and the sink node drops the route-request messages coming from these channels. Then, the sink node gives varying data rates to the optimal paths. It utilizes the Assign messages to tell the picked source node about the given data rate for each channel. The source node therefore begins data transfer upon receipt of the assign messages (Conte, 2003).
The main advantage of energy efficient protocol is that it prolongs the lifetime of the network by disseminating network traffic across many paths based on the cost of transmitting data over these paths. The remainder battery level of the sensor nodes and the node to sink distance are taken as parameters load distribution algorithms and route discovery. However, the level of interference between neighboring nodes and its effects on the performance of the network is neglected. Alternatively, a lower number of interference-constrained channels provides higher functioning than the case in which more paths are instituted without taking into consideration the interference effects. Nevertheless, this protocol institutes and uses all the found node-disjoint paths (Bergmann, & Steinbereithner, 1979).
Multipaths routing for Fault tolerance
The main difficulty in WSN is to improve the fault tolerance of each node and come up with an energy efficient fast data routing service. Energy efficient node fault diagnosis and recovery should be done to achieve this. This is referred to as fault tolerant multipath routing scheme for energy effective WSN (FTMRS). FTMRS relies on multichannel data routing approach. One shortest route is used for data routing in FTMRS approach and two backup channels are used as alternative path for faulty network and excess traffic on the main path. The use of shortest path routing ensures that routing is energy efficient (Seada, 2004).
WSNs are often prone to high failure rates due to obstacle and environmental noise and may die from environmental changes, malicious destructions, or battery depletion. In such an environment, energy efficient data delivery is significant because nodes are commonly operated with restrained battery power on error-subject wireless paths. In earlier WSNs, faults would either occur at high frequencies or stop at certain periods in time. High frequency faults have dire impact on WMSNs than on the earlier WSNs because of the huge volume of audio and video streams. Path problem occur due to node failures and this leads to the need of extra routing overhead to look for alternative paths, which cuts down the energy of the nodes and affect network lifetime (Akyildiz & Wang, 2009). Routing protocols need to be designed in a way that that achieves fault tolerance in the presence of node failure while minimizing energy consumption. Single path routing utilized flooding to route malfunctioned nodes. However, flooding suffers from inadequacies such as overlap, implosion, and resource blindness. The flooding can negatively affect the energy-limited sensor network (Sobh, & International Conference on Telecommunications and Networking, 2008).
Multipath routing protocols can offer fault tolerance by having redundant data routed to the destination through alternative channels. This cuts down the propensity that communication will be interfered with in case on a path failure (Sohraby, Minoli, & Znati, 2007).
Algorithms that are more sophisticated use source coding to cut the traffic overhead brought about by too much redundancy, while keeping reliability. Increase in the resilience of the route depends on disjointness, or diversity of the available channels. In WSNs reliability is the main design parameter. Coming up with a reliable system implies that node failure and intruder attacks need consideration. An intrusion-fault tolerant routing approach uses distributed and in-network verification approach bringing reliability through secure multipath routing, which does not need any reference to the base station. Moreover, it uses multiple selection schemes to enhance tolerance of the network and conserve sensor energy. If a link or node fails, multipath routing did not disseminate traffic across alternative paths. When particular links or nodes become over-used and create congestion, proposed work can disseminate traffic across alternative paths to balance the load across these routes and raise the level of fault tolerance (Vegesna, 2001).
Fault tolerance in single path routing requires the selection of an optimal path to channel the message from the source to the destination, and an alternative route is used when the optimal route fails. In multipath routing, many routes are discovered to distribute the network traffic and prolong the lifetime o the network. However, many questions arise regarding the design of multiple routing protocols (Basten, Geilen, & Groot, 2003).
Owing to the dynamic characteristics of wireless links that operate on the low power, wireless interference, dynamic network topology, and dependable data that channels in wireless connections are usually seen as disturbing tasks. Multipath routing was originally used to achieve path resilience, against link or node failures, and reliability in transmitting data. In fault tolerance, whenever the node of a sensor cannot be able to forward its packets to the sinks, it can profit from the presence of other paths to save its data packets from a link or node failures (Stojmenovic, 2002). Through this technique, with the availability of an alternative channel from the source towards the dip node, data channeling can progress without any disturbance even during path failure (Stojmenovic, 2002).In WSNS, fault tolerance symbolizes a key problem and a plan goal of central concern. Indeed, clients in WSNs are liable to failures due to hostile environments or energy depletion. Multipath protocols of routing form a group of solutions, which permit the network to work well despite faults. Alternatively, Multi-path routing protocols usually raise the level of fault tolerance by having surplus information routed guided to its destination over several alternative paths. This raises the energy overhead while reducing the likelihood that communication is disturbed, and data gets lost when links fail. Complex algorithms have been designed to raise the level of reliability (International Conference on Frontiers in Computer Education, Sambath, & Zhu, 2012).In most cases, Multipath routing allows for strong fault tolerance through increasing the number of paths available up to three times in other scenarios. Owing to limitations in resources of wireless sensor nodes, extensive data nodes in extensive traffic in high data rate apps are prone to jams, which affect the performance of the network. To solve this problem, data spreading algorithms can benefit from the complexity of WSNs to increase the capacity of the network by utilizing more resources of the network (Akyildiz & Vuran, 2010). For this aim, multipath routing steps can give the most beneficial solution to aid the information measure needs of different apps and cut the likelihood network jamming by splitting the traffic of the network into many paths. Moreover, spreading the traffic of the network over many sensor nodes can lead to energy consumption in the sensor nodes and hence prolong the network’s lifetime. Nevertheless, the broadcast quality of radio communication does not permit the achievement of these ends. In fact, since in single-path wireless networks, nodes of sensors utilize shared wireless path to communicate, utilization of neighboring channels leads to intensive inter-path noise, which raise the likelihood of packet collisions along the nodes on active channels. This problem is called route-coupling effect. It bounds the operation of multipath routing process. In order to reduce this phenomenon, location aware routing scheme is employed to create non-disturbing channels (Kim, 2011).Multipath routing for Qos in wireless sensor Networks
A rising need for real-time apps in Wireless sensor networks (WSNs) causes QoS (quality of service) are always reliant in communication protocols and spicy topic. Meeting QoS specifications, such as delay constraints and bandwidth, for various QoS founded applications of WSNs puts across significant challenges. Particularly, the networking rules need to conform with energy constraints, while availing exact QoS guarantee (Nasser, 2007). Thus, altering QoS applications in sensor networks requires QoS and energy specifications in different levels of the communications protocol batch. Most of these apps, such as mission critical, real-time, multimedia apps, allow for the mixing of the network traffic resulting in delay tolerant and delay sensitive traffic. Therefore, QoS routing techniques is an important issue. Engineers of WSNs propose the adoption of QoS aware, energy efficient, and fault-tolerant multipath routing protocol (Akkaya, 2005). This is due to the fact that the mix maximizes networks lifetime by posing energy consumption across many nodes, uses the construct of service distinction to permit delay sore traffic to reach the node of the sink within an allowable delay, cuts the throughout the delay via diffusing the traffic across many paths, and raises the output through data layoff. Energy efficient system with QoS embraces the residual energy and SNR (the ratio of signal to noise strength) to project the most beneficial succeeding hop through the mode-designing phase. In the concept of service distinction, the energy efficient protocol employs a queuing scheme to handle both non-real-time and real time traffic (Akkaya, 2005). With the rise in demand for real time WSNs applications, this has led to the anticipation of QoS dependent routing for the delivery of data from the infrastructure of the network. Structuring QoS based protocol that meets reliability and delay specs of various critical events while maintaining energy efficacy is a difficult task. Research has emphasized on the development of big energy efficient based routing rules (Wang, 1996).Real time apps as well as the advent of video and imaging sensors has brought many challenges. For example, the transmission of video and image data requires meticulous handling to make sure that throughout delay is within the allowed range and that the difference in those delays is acceptable. These examples show that WSNs apps have periodic and real time data. Real time data is prone to delay and it has to be delivered at the base station with the most beneficial reliability so that prompt remedial and defensive activities can be carried out. Whereas, uncritical data is not affected by delays and its integrity can be lost to some extent without affecting the total reliability. Reliability and delay are the critical points that are normally looked at in the QoS demands for real time data. Thus, power controlled networks for critical data apps require QoS and energy aware routing rules to deliver real time data with high reliability and low latency. Therefore, QoS routing is a significant part of WSNS research and community has emphasized it (Chen, 2010). The protocols considered in QoS include SPEED, Sequence assignment Routing protocol (SAR), Energy-aware QoS routing protocol, Delay minimum Energy aware routing protocol, and Multipath Multi-SPEED (MMSPEED).
Problem statement
Research on Wireless sensor networks has been rampant in the recent past. However, the researchers are not usually comprehensive and solid. This research focuses on WSNs with regards to achieving energy efficient and fault tolerant system that conforms to the QoS requirements of the various paths in multipath routing. To add to the information found on this area, research was conducted on the existent information.
The research problem resulted in the following research question:
“ how to achieve Quality of service and fault tolerance in multipath routing protocols with the consumption of efficient energy in the system”
The research questions include:
How to achieve energy efficiency when regarding the number of paths in multiple routing protocols
How to achieve energy efficiency while maintaining the QoS requirements of the network in multipath routing
How to improve fault tolerance in multiple routing for wireless sensor networks
Research objectives
The aim of the research was to specify, design, and analyze a method that will ensure that both critical and uncritical data in wireless sensor networks is energy efficient, fault tolerant, and experience QoS. The paper also aims at establishing a trade-off between energy consumption and data quality. The research purposes to come up with a management system that ensures that there is efficient energy consumption. The research also aims at coming up with a network management system that is QoS aware, fault tolerant, and location aware.
To achieve a multipath system that is energy efficient.
To improve fault tolerance in WSN using multipath routing)To achieve a reliable a reliable network that is meets QoS demands of the paths in multipath routing protocols.
To establish a tradeoff between security, reliability, and energy efficiency when regarding the number of paths in multiple routing protocol.
To maximize the lifetime of the network and security, in lieu of energy limitations
Significance of the research
There is still a lot of confusion among network managers concerning the best way of making sure that sensor networks operate on their optimal state. This research will come up with information that will aid them in implementing some of the best approaches to Wireless sensor networks. Moreover, college students and other future researchers to complement their readings will also use the research findings (Akyildiz, 2002). Another area that the research will be of great help is in the event detection and tracking in wireless networks. The development and implementation of wireless sensor networks depend mainly on various protocols of network management. The research contains in-depth information about multipath protocol, which is one of the best protocols. Policy makers and implementers will find this research paper very instrumental to their practices (Zheng, & Jamalipour, 2009).
The research will aid in shedding more light on multipath routing protocols and their applications towards the achievement of energy efficiency and increase fault tolerance in WSNs.
Research scope
The research has centered on the design and development of a routing protocol that is energy aware, fault tolerant, and meets QoS demands of paths. The scope of this research is bound to the following areas:
The significance and misgivings of using multi-channel routing by comparing it to the single-path routing
The research also emphasizes on the improvement of QoS in network management systems
The research also touched on various protocols used in multipath routing for energy efficiency and fault tolerance
The research also focuses on the improvement of fault tolerance in multipath routing
Research organization
The paper is structured into eight chapters. The first chapter introduces the research problem giving extensive data on the overview of the problem, its background, objectives, significance, and scope. The second paragraph gives literature written by other authors that support the research problem. Chapter 3 gives the methodology employed in the research. The fourth, fifth and sixth chapters answers the proposed objectives and the seventh chapter concludes the research by restating the thesis and proposing future research directions (Chang, 2004).
Research methodology
The research methods used in this research is mainly using past researches. Information in this research was gotten from past researches and various online articles. Some simulations were also done to determine the best ways of achieving energy aware, QoS based and fault tolerant WSNs. The data collected was then analyzed before coming up with a harmonized view of multipath routing in WSNs.
Proposals
This section discusses the various routing protocols proposed in the literature section. The protocols provide multiple channels form the source node to the destination node in many ways. Some protocols provide temporary backup routes while others provide many complete backup routes from the source to the destination nodes. Based on the demand of the application, one or more types of the mentioned protocols is picked and along with some parameters of the application in the routing approach, such as service distinction can be offered by assigning priority to packet to achieve the expected QoS level. Paths can also be prioritized. Resource conditions such as bandwidth and energy as well as paths can be considered to make routing technique adaptive to raise performance (Venugopal, Patnaik, & International Conference on Information Processing , 2011).
The proposed of first objective by showing its design and performance analysis.
Because of the difficulty with which energy efficiency comes into effect in large networks, many authors propose a novel protocol called multipath routing in large-scale networks with multiple sinks (MRMS) for saving energy. The idea behind this protocol is the deployment many sink nodes that utilize path cost metric to pick many channels. The metric is based on hop count, the distance between two neighbors and energy availability at the node (Zheng & ADHOCNETS, 2009).
Other scholars propose a multipath routing protocol called Reliable and Energy Efficient multipath routing protocol (REEM). This protocol creates many paths from the source node to the destination node, considering energy level and node reliability. The channel is created by a base station via message broadcasting and every receiving node will keep the adjacent data in a table. Moreover, path reliability is examined by the base station via an oriented and weighted graph, dependent on neighbor information (ACN 2010 & Chang, 2010).
EEARM is another protocol that centers on disseminating the traffic based on the node’s remainder energy and the strength of the received signal. For coherent resource usage, more loads is allotted to under-used paths and less to the over-used paths. In order to save a significant energy amount, nodes not taking part in energy transmission go into sleep mode (Suhonen, 2012).
The number of discovered routes dictates the reliability of any protocol, because this impact on the amount of data transferred. Therefore, the more the paths discovered, the higher the reliability. The route setup time is the total amount of time taken by the source or sink node to find the optimal paths from the source to the destination node (SSS (Symposium), Guerraoui, & Petit, 2009).
AOMDV-Inspired Multipath Routing Protocol bases on the multipath nature of AODV to obtain low-latency and energy efficient communication in WSNs via utilization of cross layer information. While AOMDV endeavors to discover all the feasible link-disjoint channels between every pair of source to sink nodes, the AOMDV-Inspired multipath routing protocol utilizes varying routing protocols to come up with only optimal paths towards the destination node (Labiod & InterScience, 2008).
Other authors propose the use of N-to-1 protocol, which discovers many paths from each node in only one route discovery process. For the discovery of routes, the base station regularly sends route update message and each node receiving the message for the first time sets the source node as the parent node. The process goes on until the packet arrives at the base station. The aim of this protocol is to discover many node-disjoint channels from all sensor nodes towards a sink node. During data transit phase, all neighboring nodes use packet-salvaging scheme at each hop to improve reliability. The whole routing in this protocol is performed via a simple flooding plan in two stages. The sink starts the initial stage of route discovery through broadcasting a route update message. It is called branch-aware flooding, constructs a spanning tree, and discovers many paths from source towards destination nodes. This goes on until the sensor nodes find their main path towards the destination. The second stage is begins in order to discover more paths from every sensor towards the sink with use of multipath extension flooding approach (Akyildiz & Vuran, 2010).
H-SPREAD utilizes the two stages in N-to-1 with a data transmission scheme to better security and reliability of data in WSNs. It utilizes the path diversity and threshold secret sharing of multipath data forwarding to raise the resilience of the path against node paths (Haenselmann, 2011).
Energy-Efficient and QoS based Multipath Routing protocol (EQSR) is one of the proposed protocols that satisfies delay and reliability requirements of critical applications. The protocol betters reliability by utilizing XOR-based Forward Error Correction scheme that brings data redundancy. It also uses services differentiation to manage critical and uncritical traffic. The protocol initializes by sending a broadcast (HELLO) message by all the sensor nodes. During this instance, nodes poll data regarding the cost of data transfer through their adjacent nodes. In this phase, the sink node initializes the route discovery process by sending a Route-request message to its best neighbor. The process repeats until the source node gets a Route-request message from the sink node (Ammari, 2009).
During the initial stage of the protocol, all sensor nodes determine the values of these parameters for their intermediate nodes. In addition to the establishment of a main path process, the sink also constructs extra paths. When all the possible routes between a pair of source to sink nodes get established, a set of paths will be picked based on possibility of successful data transfer over each route. ESQR also projects the delay of the paths and determine the best routes for critical traffic and the remaining for uncritical data (Misra, Misra, & Woungang, 2009).
At the last stage of this protocol, ESQR utilizes lightweight XOR-based FC algorithm to establish Error Correction Codes (ECC) for the data packets. Eventually, the source node disseminates its traffic across the selected paths according to their delay.
While ESR improves reliability and cuts down transfer delay, nevertheless, the FEC scheme that is utilized to calculate ECCs and retrieve original messages, inflicts high control overhead. Additionally, like DCHT, this protocol utilizes flooding to calculate the experienced Signal-to-Noise Ratio over wireless routes at the beginning phase and utilizes these values to determine the least interfering paths. Nevertheless, the routing cost function cannot result in the construction of interference-minimized routes. In fact, flooding usage during the discovery phase can exaggerate the value of mutual interference between routes (Gavrilovska, 2011).
The proposed of second objective by showing its design, and performance analysis.
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A new routing protocol SEEM (Secure and Energy Efficient Multipath routing protocol) is proposed as one o the best protocols. SEEM utilizes multipath alternatively as the route for transferring messages between two nodes therefore prolonging the lifetime of the network. Alternatively, SEEM is resistive to some intruders that have the trait of pulling all traffic via the malicious nodes by publicizing the best path to the destination. This protocol can be linked to directed diffusion protocol. It surpasses the directed diffusion protocol in terms of network lifetime, throughput, and control overhead (Sohraby, Minoli, & Znati, 2007).
Reliable Information Forwarding (ReInForm) is protocol used in Multipath WSNs. It utilizes packet replication scheme to offer required transmission reliability for each application. In this protocol, when a source node transfers its message to the sink node, it first calculates the needed rel
Growth strategy. Marketing
Growth strategy: Marketing
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Introduction
A business will never grow fully in a single day. Some changes, subtractions, and additions will have to be done on a daily basis in finance and management for the business to grow. In the companies, the people who have the mandatory to take care of the growth of the company are managers. They are critical people thus; they should possess some characteristics that will help to be active daily. They determine a lot to the accomplishment or failure of a business. Some tasks involve management that managers have to do on a daily basis. One of this tasks that they have to do for growth of the business is marketing finance and management. Marketing is a key issue in any business that should be taken with the seriousness deserved. Managers have to strategize on a daily basis to find effective ways of increasing their sales and reaching many customers. Although other parties in a business participate in marketing, the mangers are the key planners thus; they make final decisions on what to do and not. This means that all people can manage, but not all of them will be managers. Managers have to have something special that will help them on a daily basis to do marketing finance and management (Pride, Hughes & Kapoor 2009, p.22).
2. Literature review
Marketing finance and management determines the success of a business. Managers are the key players in marketing, and they should do it on a daily basis. Marketing is a strategy that is used in sales, communications, and business development. There are some techniques that managers have to use on a daily basis to achieve high sales and effective communication in the business. These techniques will help a business to grow (Mondschein 2009, p.68).
Accounting is the first option that has to be looked into before doing any form of marketing. The manager has the role of ensuring that there is enough capital to undertake marketing. This needs fundamental, strategic planning. The managers may employ some people to do the budgeting for them, but they should ensure that they are the final decision makers. When there is enough capital, then the manager can decide on which methods to choose on advertising of the company’s product. When the capital is less, then there are other methods that can be put in place and work out well. One of them is marketing in the social media networks. This is something that has been done by small businesses in USA, and it has greatly helped.
One of the things that managers have to do on a daily basis in marketing is customer orientation. Customers have different needs that must be met so that they may be attracted to a business. The managers have to make strategies that will help them to monitor the changing needs of the customers on a daily basis. If they are not interested in the products, then the managers will be forced to make the necessary changes so that they satisfy the needs of the customers (Klopper 2006, p.71).
In marketing, an approach that managers have to employ is refered to as a Solution, Information, Value, and Access (SIVA). This approach has been successful in many businesses where managers have employed. There are different people and services that managers have to pursue on a daily basis to ensure that they satisfy the needs of the customers. To get the information they will have to use the customers themselves. They can put strategies in place that will help to get information from customers for instance using the media. Managers have to ensure they use the media and any other sources of information effectively. This strategy works best in many businesses (Lamb, Hair & McDaniel 2011, p.65).
Managers are also involved in advertising as a method of marketing management. Managers have to ensure that their products are well advertized. They have to ensure that there are measures on a daily basis to ensure that their products are well advertized. They have to use the media, social network, adverts in magazines so that they ensure that their products are in the minds of customers (Birn 2004, p.8).
Managers have also to do market research. In this, they can employ people who will be handling the changes in the markets. They will also be supposed to do competitors analysis. This will help them to analyze the objectives of the competitors. Through this business, managers will be able to draw good plans for winning their competitors (Armstrong 2011, p.61).
There are different services that should be marketed. Managers have do marketing of services on a daily basis. The services may include supply of products. This is a factor they have to consider daily since products have to reach customers. They have to ensure that the transport is effective on a daily basis. This needs fundamental planning, thus they have to plan daily (Boone & Kurtz 2011, p.70).
Managers are also supposed to do diversification of products. This is a fundamental technique in finance and management. Managers need to be involved in technological researches to come up with products that will be accepted by the customers. This is mainly done for risk purposes so that when one product fails the others are backed up. Diversification needs critical advertising so that the new products can get to customers the shortest (Pride, Hughes & Kapoor 2009, p.122).
Marketing helps a business to reach many customers. This strategy can make a business to have a difference from other businesses. When marketing is not done perfectly, the company can incur losses. It is usually a hard task that managers have to undertake. Competition is one of the factors that make it a hard task to undertake. For businesses where the competition is stiff, the managers usually have a lot to do (Pride, Hughes & Kapoor 2009, p.172).
Marketing becomes a challenge when a company is been criticized. There are some criticisms that are likely to make companies to be negatively understood by customers. It becomes a hard task for managers to change the mentality of the customers. This is a challenge that can make the working of the managers unfavorable (Armstrong 2011, p.79).
3. Analysis and discussion
In marketing, there are two sectors that have to be dealt with appropriately. These are finance and management. There is a need of making financial plans of marketing while still managing the same. The manager in the coca cola company plays a key role in finance and management issues (Boone & Kurtz, 2011).
In a case study, in one of the prosperous companies in the world, coca cola Company, it is identified that one of the growth strategies is marketing. This company has a perfect market structure for their services and products. The manager in the company has labored hard to guarantee that the market structure is strong to win other beverage producing companies (Birn 2004, p.10).
The plan that has been laid down has been effective despite the few challenges that come in the way. This company had the best marketing structure in 2006 where it made fantastic sales. There are some techniques that the company has been using to create the good marketing structure. They are the same techniques that are used by other companies only that they have made them with perfection (Lamb, Hair & McDaniel 2011, p.68).
The company has diversified its products. This beverage company is said to have the widest variety of products. They have been increasing their products at a fast rate. After introducing the new products, they put good measures in place to advertize the products. This makes their new products to spread in the whole world at an alarming rate. They use the media, and other methods to do advertising of the new products (Pride, Hughes & Kapoor 2009, p.125).
The advertising of products by Coca Cola Company is done perfectly. They have some adverts in the media that run on a daily basis. The manager ensures that this goes on well by arranging with the media-channels that shall be advertizing. They also do online marketing through their website. They have some people who operate the internet services to ensure that the products are on the web. They also use other websites like yahoo and Google to advertize their products (Ingram, Laforge, & Avila 2008, p.172).
Despite the success that Coca Cola Company is achieving, there are some criticisms that the company has been associated with making it less reliable. These criticisms make it hard for the company to do effective marketing since there are some areas where people cannot take the drinks due to the criticisms on the same. For instance, some people believe that the coca cola products have some pesticides added to them. In addition, others believe that the products are very unhealthy for young children. These and other criticisms have made the marketing of the varied commodities a hard task (Cress 2010, p.113).
4. Conclusion
Managers of businesses and companies have a critical role to play in marketing of products and services. A manager can make a business a success while, at the same time, he can make the business a failure. There are some things that managers have to do to ensure that there is effective marketing in the business. One of the things is to establish a good marketing structure through planning. Managers have to plan and ensure that they incorporate the latest technologies and techniques in marketing. The challenge comes in due to criticisms. There are some criticisms that can make a business to experience hard times in marketing since they have to do much to convince customers. This is something that makes the working of managers difficult. This means that they have to be involved in extensive and intensive research to get those latest technologies and techniques.
In the Coca Cola Company, the work of the manager has been easy despite some few challenges. They have a good marketing structure across the whole world. They have also diversified their products. After diversification, they do a lot of advertising on the new product to ensure that it becomes accepted in the market. Despite the few challenges like criticisms, the marketing structure that they have is beneficial. They have been criticized, for instance, to produce beverages that are harmful for human consumption. There are some regions where people cannot take coca cola company’s beverages because of the beliefs they have. This becomes a challenge to the manager as the overall marketer in the company.
5. References
Armstrong, M, 2011, How to Manage People: Handle People Problems; Motivate Staff; Boost Your Performance, London: Kogan Page Publishers.
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Boone, E.L & Kurtz, D.L, 2011, Contemporary Marketing, Thousand Oaks, Cengage Learning.
Cress, C, 2010, Handbook of Geriatric Care Management, New Jersey: Jones & Bartlett Publishers.
Ingram, N.T., Laforge, W.R. & Avila, A.R, 2008, Sales Management: Analysis and Decision Making, New Jersey: M.E. Sharpe.
Klopper, H.B, 2006, Marketing: fresh perspectives, Durban: Pearson South Africa.
Lamb, C.W, Hair, F.J. & McDaniel, C, 2011, MKTG 5, Thousand Oaks, Cengage Learning.
Mohr, J., Sengupta, S. & Slater, F, 2009, Marketing of High-Technology Products and Innovations, New Jersey: Jakki Mohr.
Mondschein, K, 2009, Advertising, Sales, and Marketing, New York: Infobase Publishing.
Pride, M.W., Hughes, J.R. & Kapoor, R.J, 2009, Business, Thousand Oaks: Cengage Learning.
Growth of the Online Population in China Has Affected the Potential for Fashion Development
Growth of the Online Population in China Has Affected the Potential for Fashion Development
The fact that the population of internet users within China surpassed the half a billion mark in January 2012, was a major milestone in the media fraternity. This is more so due to the repressive attitude the Chinese government has towards mainstream media ( Kann, 2012. The internet and its increased usage therefore translates to a greater degree of exposure to global trends as well as presents a unique influence on Chinese culture that might otherwise not have existed. Such exposure is not only good for media freedom, but it also results in changes in culture that can definitely be considered objective and constructive. The statistics on internet usage are however much more significant to individuals such as myself due to the undoubted potential online market that lays untapped, more so when it comes to fashion merchandising. This presents unlimited possibilities for the development of fashion in China.
Changes within the media fraternity in China are becoming ever so significant with every passing year. The media industry within China is becoming more and more liberal with each passing moment, as evident with the emergence of the “Gangnam” craze. The song itself actually topped China’s Baidu 500 and actually got labeled as a “ divine” melody by local media, with the craze mainly being fuelled by its online following. The song, released by South Korean musician PSY on 15th July 2012, has had a significant following in Asia, with China falling amongst the group that adores the up and coming musician, as well as the culture that it brings with it; hip hop. The proliferation of the song also shows that indeed changes are being witnessed within the Chinese media fraternity. Due to this increase in media space, China is growing into a more tolerant and liberal society, a factor that opens numerous possibilities for fashion merchandising. It essentially means that the society would be open to new developments, which means numerous opportunities for fashion development. This willingness to depart from traditional beliefs, can be construed to mean a willingness to depart from traditional attire as well as other merchandise. For clothing attire in particular, exposure to the “Gangnam Style” as well as other viral videos over the internet has certainly created a potential market for fashion development. By identifying videos that are popular within China, one would be able to find a template upon which to model any product meant for the Chinese market.
INCLUDEPICTURE “http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2012/9/21/1348239903935/Psy-performs-Gangnam-Styl-010.jpg” * MERGEFORMATINET
INCLUDEPICTURE “https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcRK0a015gvaZ2OSqPQ10iqh_XfKagA_8qJHg3jH1Up64jZoj2ntlA” * MERGEFORMATINET
Probable fashion development ideas.
Video link to the video http://www.youtube.com/watch?v=60MQ3AG1c8o
The opportunities in my opinion are numerous, this significant population that is connected to the internet and actually follow trends over the internet, present an opportunity for online marketing of the fashion products, as well as a ready market for already existing products, through the establishment of an approach that allows for online shopping, I would be able to reach a wider base of customers. Further, the fact that the internet has proven to be based on the success of the “Gangnam” style, to be a major player in trend setting, utilizing such an asset should no doubt be on the mind of every fashion merchandizer. When it comes to fashion, trending is a very important part of marketing fashion products. Clearly based on the following as well as subsequent popularity of the South Korean artist PSY, the internet can be a very powerful marketing tool, more so in China where repressive policies still serve to impede the success of marketing campaigns. The fact that internet users in China crossed the half a billion mark presents a unique market that can be tapped into. The fact that Gangnam style became such a hit in China is also testament to the cultural, religious, as well as social changes taking place within China. The fact that the Chinese are becoming more liberal and open when it comes to dressing as well as other aspects of the culture. The opportunity that arises with the increase in media users is significant, more so for fashion merchandising.
Works Cited
Jian, Chen. “Mao’s China & the Cold War”. Chapel Hill, NC: The University of North
Carolina Press, 2001 Print.
Human rights watch, World Report 2012: China. Human rights watch. 2012 PDF file.
Kan, Michael. “China’s Internet Users Cross 500 Million.” 29th November 2012. Web
